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Getting Your Name in Print

Getting Your Name in Print

Meghan O’Hara
Account Executive

Years of hard work are finally about to pay off as launch day has at last arrived. Your PR agency has lined up interviews with different publications and you begin to think that it’s only a matter of time before your company is a household name.

Three weeks have passed and you’ve been online and in the newspapers – but how about the monthlies? You met with reporters from O, The Oprah Magazine and Better Homes & Gardens, yet you were not even mentioned in their next issues. You begin to wonder where your PR budget is going.

What you don’t realize is that, while seeing results in dailies and weeklies can be rather immediate, this is not the case for monthly publications. For example, I began reaching out to several monthly magazines with embargoed information announcing a client’s launch at the beginning of the summer. Briefings were scheduled for the week of the launch. Seven months later, the first print article in a monthly magazine appeared – perfect timing for spring brides.

While it is important to be included in monthly publications, it is vital that this is not your only focus. It is important to get your name out there through dailies, weeklies and online publications. This holistic approach is the most effective way to promote your company and will also catch the attention of other reporters and editors, making them more likely to take a briefing with you and put the story into print.

  • TravisV

    April 9, 2009 at 11:01 am Reply

    It is amazing how long opportunities with the monthlies take to materialize. The upside of being included in them is tremendous, but it’s so difficult to guesstimate what % of them are likely to convert. As you note – hitting the onlines heavily in tandem not only fills the gap, but also increases the likelihood of the other larger opportunities converting. There really is a snowball effect.

  • Public Relations London

    April 14, 2009 at 2:59 am Reply

    An excellent post … managing expectations is a huge part of client management, even for the very best Public Relations agencies. Sometimes clients expect instant results and that doesn’t always happen, particulary where there is trade media involved (something we at Black Cat Public Relations London are strong in).

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